June 16, 2005 - A holiday weekend is approaching and the occupancy
at your Myrtle Beach properties could be improved. Not to worry; just send
thousands of previous guests an automatically highly customized email campaign
that grabs each individual’s interest with a combination of words relevant
to only that person such as ‘beer, golf, and steak.’ Let golf enthusiasts
know they can book a custom discounted tee-time package in real time and
reserve their guest room from a convenient email link to your website’s
booking engine page while they are reading the email. Tell beach lovers
there are plenty of ocean front rooms available this weekend – while their
favorite band performs in the lounge - through an e-saver special that
they can reserve instantly from the email. Can this level of targeted email
survive the spam filters, be compliant, engage the prospect, and result
in rooms bookings without affecting yield? Absolutely.

"Our hotel owner-operator clients want and need to make
the guest-rich data in our property management system actionable for
their electronic marketing campaigns," said Warren Dehan, president of
US operations for PMS supplier NORTHWIND,
whose leading Maestro enterprise property management and reservation system
is widely installed domestically and internationally. "The two main challenges
have been that recipients must have an opt-in
agreement with the sender, which helps email communications pass through
rigorous spam filters; and most recipients clicked ‘delete’ on bulk emails
because they were irrelevant. Now, through our Maestro
integration with ZDirect, we can deliver the best solution for our
clients to deal with these challenges. We see this as a competitive advantage
for NORTHWIND, and a win for our clients who can increase their bottom
lines through capturing new revenue."

ZMail: the Industry’s first intelligent email marketing process

As
a case in point, Dehan cited Seaside Properties, a prestigious, growing
condo-hotel company with eight properties in Myrtle Beach, South Carolina.
NORTHWIND and ZDirect provide Seaside with an interface between Maestro’s
guest files and ZDirect’s patent-pending, scalable Internet and electronic
marketing solution, ZMailÔ . The result is the industry’s first intelligent
email marketing process that lets Seaside automatically send tightly targeted
e-campaigns to its guests using parameters that have been easily set up
in advance, and – amazingly – scripted in part by the recipients themselves.
The marketing emails are based on guest information gathered from ZDirect’s
unique client-preference database, which is derived from guest information
from the Maestro multi-property front office system used by the Seaside
property group.

"The only effective marketing email is one that reaches its recipient,
then gets that person to open it and take action."

Chris Shroff, owner of Seaside Properties which includes the Grand
Shores Ocean Resort and Avista
Resort said, "So many of our guests say they want to be notified
of specific promotions, now we can do this. Our previous marketing
tactics were bulk email newsletters and promotions; they were expensive
and not personally relevant. Even if we could have confirmed they were
received, we had no guarantee the recipient would open the email." Shroff
noted Seaside now sends out targeted emails because "we know who wants
to receive specific e-saver offers. We know who plays golf, who comes here
for the beaches, who comes in the off-season. How do we know? They told
us through the ZDirect system! For one fee we can send as many emails as
we want per month instead of being charged per campaign. Most importantly,
our emails get past spam filters and they are highly relevant to every
person who receives them." ZDirect also protects existing rates, Shroff
explained, "If I want to send emails promoting a 48-hour discount, the
integration between ZMail and Maestro allows for a filtering of data that
removes guests who already have existing weekend reservations. We believe
the only effective marketing email is one that reaches its target recipient,
then gets that person to open it and take action."

Dynamic profiling turns C-lists into A-lists to fill rooms

Here is how Seaside Properties’ two technology providers work together
to fill rooms. First, through the integration that NORTHWIND and ZDirect
have between Maestro and ZMail, ZMail has real-time access to guest history
records in the Maestro systems at Seaside properties. This integration
makes guest history information instantly actionable to generate incentive-based
email campaigns that are sent to Seaside guests.

How does Seaside know which incentives will work? Each recipient has
already shared that information by previously responding to a ZDirect communication
that asked four simple, relevant questions, like "Do you plan to come to
Myrtle Beach in the next two weeks?" Each set of four questions is dynamically
generated based on a guest’s prior responses, and presented to the guest.
The result is a rich set of self-described preferences for each guest opting-in
to the ZDirect database. Underlying this seeming simplicity are patent-pending
profiling techniques for collecting detailed personality data, and expert
system principles that deliver dynamic content for each email.

Questions also ask guests to share their preferences for vacation activities,
meals, and favorite seasons for travel. Since valuable incentives like
a free round-trip for two to Paris, a comp stay in a Seaside property,
and other rewards are linked to participation, most guests respond with
information that forms the basis of future Seaside and ZDirect marketing
efforts. As a condition of their participation they must also designate
themselves as ‘opt-in’ recipients for future Seaside’s e-saver marketing
campaigns.

By establishing a level of relevancy, ZDirect builds Seaside’s email
list based on quality not quantity. ZDirect is looking for the 20% of Seaside’s
customers that account for 80% of its business, and eliminates customers
who do not want to open an email. Therefore, when Seaside grows an email
list to the hundreds of thousands, it will be considered an A-list of well
profiled, opt-in recipients who will likely open the email and convert.
During the two-year history of Seaside’s use of ZDirect, not only has the
list doubled in size, but it has also improved from a C-list of anonymous
emails to an A-list of profiled recipients who want to hear from Seaside.

Shroff also sees the ZDirect marketing program delivering sales results
for his investors. As Seaside gradually converts the mom-and-pop hotels
it has purchased over the years into plush condo-hotel resorts with rental
income for investors, ZDirect campaigns help market available units for
owners. And rented units mean happy investors.

Shroff continued, "For the future we will work with ZDirect and NORTHWIND
to develop an interface between Seaside’s Maestro ResEze Web booking engine
and the Myrtle Beach golf tee-time system that schedules starts for over
100 courses, and allows for booking of custom golf packages. Once we add
the two-way interface, our marketing options will increase dramatically.
We feel that bundling on- and off-property activities in one email will
give our guests an even easier booking experience, and enable us to efficiently
use amenities to sell rooms."

NORTHWIND’s Dehan agrees. "Price is an important consideration for vacationers,
but so are service and amenities. By teaming with ZDirect’s in-depth dynamic
data profiling, we make it easier for our clients to sell a room by zeroing
in on promoting the amenities guests have historically purchased. The technology
combination also subtly improves the hotel guest experience, which can
result in repeat business and – again - improve our owner-operator clients’
return on investment."

About ZDirect

ZDirect, based in Miami, Florida, is the preeminent
provider of solutions for the travel and tourism industry in the emerging
area of Internet and electronic marketing. The company takes email
technology to a new level of effectiveness by giving clients a more powerful
way to impact relationships with customers. With its patent-pending technology
and expertise, ZDirect enables companies to send highly targeted, relevant
emails to their permission-based, opt-in subscriber list. The result is
new revenue captured, stronger customer loyalty, an expanded customer base,
and increased return on investment through reducing costs on traditional
marketing via measurable electronic marketing. ZDirect is well known for
delivering on its mantra, "For every $1 you spend with us, you will get
$8 to $10 back," For more information please visit www.zdirect.com
or contact Charles McBride, at cmcbride@zdirect.com
or 843-839-3100.